Meeting the Needs of Shoppers in Different Countries
by Stephanie Krausse
Posted on 11-07-2017
Acquiring and retaining customers from numerous cultures in multiple languages can challenge everything from a company’s logistics to its marketing. SPAR International, which operates supermarkets, convenience stores, and sporting equipment shops across Europe, is achieving success while expanding globally through successful digital engagement strategies.
The company’s IT arm, SPAR Information and Communication Services (ICS), is guiding the digital transformation that features Adobe Experience Cloud solutions. SPAR ICS is using Adobe Experience Manager Assets in Adobe Marketing Cloud to manage approximately 500,000 internal assets for internal communications and marketing, while the Sites capability in Adobe Experience Manager is used to create, manage, and deliver content to the local landing pages in Austria, Hungary, Slovenia, Italy, and Croatia. SPAR ICS is able to maintain consistency across sites, while offering personalized, value-added features such as recipe portals to enhance overall shopping experiences.
Adobe Analytics in Adobe Analytics Cloud offers insights into the interests and preferences of consumers in different geographies so SPAR ICS can tailor experiences to meet their needs. Similarly, Adobe Target in Adobe Marketing Cloud links customer web searches with relevant e‑commerce opportunities using the Recommendations and Search and Promote capabilities so consumers easily find what they need.
“We anchor our company strategy around customer experiences,” says Andreas Kranabitl, Managing Director, SPAR ICS. “Adobe Experience Cloud gives us the tools to create personalized and consistent digital journeys. As a business unit serving the needs of SPAR, we have moved from purely a support role into being strategically important because of our digital transformation.”
Adobe Consulting Services is helping SPAR ICS leverage data to personalize customer journeys across multiple devices. Among the early successes is a store in Vienna, Austria, that features digital signage, electronic shelving, and self-checkouts to improve shopping experiences, which yielded a 50% increase in customer traffic, leading to higher sales.
Topics: Digital Transformation, retail, UK, UK Exclusive, Digital EMEA